Method and system for operating and participating in fantasy leagues

ABSTRACT

A fantasy server system operates a fantasy league including at least one fantasy player whereby one or more fantasy client devices participate in the fantasy league. In operation, the fantasy server system manages fantasy player information of a fantasy player and sponsorship information of the fantasy player on at least one of an individual basis and a team basis. The fantasy server system additionally associates a portion or an entirety of the sponsorship information of the fantasy player to a portion or an entirety of fantasy player information of the fantasy player when presenting both types of information to fantasy client device(s). The association can be feed formatted content and/or a subfeed formatted content.

RELATED APPLICATION DATA

This application is a continuation of U.S. application Ser. No.11/353,920, filed on Feb. 13, 2006, which claims the benefit of U.S.Provisional Application Ser. No. 60/652,283 filed on Feb. 11, 2005, PCTSerial No. PCT/US2005/027659 filed Aug. 4, 2005, and U.S. ProvisionalApplication Ser. No. 60/710,030 filed Aug. 18, 2005. The entirety ofeach application is hereby incorporated by reference.

FIELD OF THE INVENTION

The present invention generally relates to any type of fantasy league(e.g., sports fantasy leagues). The present invention specificallyrelates to operating various aspects of a fantasy league in view offacilitating sponsorship of each fantasy player on an individual basisand/or a team basis, and in view of facilitating a transmission of feedformatted content and subfeed formatted content between fantasy systems.

BACKGROUND OF THE INVENTION

A fantasy league is primarily operated by a fantasy server system basedon a particular format for facilitating player/team management by one ormore fantasy client devices in view of a statistical scoring system fordetermining a winner among members of a fantasy league supported by thefantasy client devices. For example, a football fantasy server systemwill provide access by fantasy client devices to a fantasy website forfacilitating, among other things, player drafts, player trading, waiverwires, free agent acquisitions and starting lineup selections in view ofa statistical scoring system that is based on each football player'sweekly performance as a function of the football player's position.

A fantasy league is secondarily operated by the fantasy server systembased on a particular format for providing access to fantasy playerinformation by the fantasy client devices that enhances player/teammanagement by each member of the fantasy league supported by the fantasyclient devices. For example, a football fantasy server system currentlyprovides access by fantasy client devices to a fantasy website managingfantasy player information in the form of reports, articles,commentaries, statistics and the like that is related, directly andindirectly, to past, present and future performances of football playerswhereby the information is intended to serve as a guide for player/teammanagement by each member of the fantasy football league supported bythe fantasy client devices.

Over the years since the earliest creation of fantasy server systems,efforts by designers of the fantasy server systems to realizecomprehensive sponsorship of fantasy players has been meet with limitedsuccess. The present invention significantly advances that state-of-artin sponsored fantasy server operation and fantasy client participationin fantasy leagues.

Furthermore, a transmission of fantasy player information of a fantasyplayer from a fantasy server system to a fantasy client device hashistorically involved limited types of information. The presentinvention also significantly advances the state-of-art in fantasy playerinformation of a fantasy player provided to a fantasy client device.

SUMMARY OF THE INVENTION

One form of the present invention is a fantasy server system foroperating a fantasy league including at least one fantasy player. Thefantasy server system comprises means for managing fantasy playerinformation of a fantasy player, means for managing sponsorshipinformation of the fantasy player on at least one of an individual basisand a team basis, and means for associating at least a portion of thesponsorship information of the fantasy player to at least a portion ofthe fantasy player information of the fantasy player

A second form of the present invention a fantasy client device forparticipating in a fantasy league including at least one fantasy player.The fantasy client device comprises means for transmitting a fantasyclient request to a fantasy server system, and means for receiving anassociation by the fantasy server system of at least a portion ofsponsorship information of a fantasy player to at least a portion offantasy player information of the fantasy player on at least one of anindividual basis and a team basis in response to a transmission of thefantasy client request.

A third form of the present invention is a fantasy server system foroperating a fantasy league including at least one fantasy player. Thefantasy server system comprises means for managing fantasy playerinformation of a fantasy player, wherein the fantasy player informationincludes at least one of image data, video data, audio data, multimediadata, and hyperlink data. The fantasy server system further comprisesmeans for transmitting at least a portion of the fantasy playerinformation at least partially as at least one of feed formatted contentand subfeed formatted content to a fantasy client device

A fourth form of the present invention is a fantasy client device forparticipating in a fantasy league including at least one fantasy player.The fantasy client device comprises means for transmitting to a fantasyclient request to a fantasy server system, and means for receivingfantasy player information of the fantasy player at least partially asat least one of feed formatted content and subfeed formatted contentfrom the fantasy server system in response to a transmission to thefantasy client request to the fantasy server system. The fantasy playerinformation includes at least one of image data, video data, audio data,multimedia data, and hyperlink data.

The aforementioned forms and other forms as well as objects andadvantages of the present invention will become further apparent fromthe following detailed description of various embodiments of the presentinvention read in conjunction with the accompanying drawings. Thedetailed description and drawings of the various embodiments of thepresent invention are merely illustrative of the present inventionrather than limiting, the scope of the present invention being definedby the appended claims and equivalents thereof.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 illustrates an exemplary environment for practicing the presentinvention;

FIG. 2 illustrates one embodiment of fantasy player information inaccordance with the present invention;

FIG. 3 illustrates one embodiment of sponsorship information inaccordance with the present invention;

FIG. 4 illustrates a first embodiment of a flowchart representative of afantasy client request method in accordance with the present invention;

FIG. 5 illustrates a first embodiment of a web page in accordance withthe present invention;

FIG. 6 illustrates a second embodiment of a flowchart representative ofa fantasy client request method in accordance with the presentinvention;

FIG. 7 illustrates a third embodiment of a flowchart representative of afantasy client request method in accordance with the present invention;

FIG. 8 illustrates one embodiment of a flowchart representative of atransaction validation method in accordance with the present invention;

FIG. 9 illustrates a second embodiment of a web page in accordance withthe present invention;

FIG. 10 illustrates a fourth embodiment of a flowchart representative ofa fantasy client request method in accordance with the presentinvention;

FIG. 11 illustrates one embodiment of a flowchart representative of afantasy scoring method in accordance with the present invention;

FIG. 12 illustrates a third embodiment of a flowchart representative ofa fantasy substitution method in accordance with the present invention;

FIG. 13 illustrates a third embodiment of a web page in accordance withthe present invention; and

FIG. 14 illustrates exemplary embodiments of fantasy client devices anda fantasy server system in accordance with the present invention.

DETAILED DESCRIPTION OF THE PRESENT INVENTION

FIG. 1 illustrates a network based environment employing an X number offantasy client device 20, where X≧1, a network system 30 and a fantasyserver system 40. For purposes of the present invention, the term“fantasy client device” is broadly defined herein as a device of anytype structurally configured to facilitate member participation in afantasy league of any type that is operated by a fantasy server systemof the present invention, the term “network system” is broadly definedherein as one network of any type or an interconnect array of networksof any type, and the term “fantasy server system” is broadly definedherein as one or more servers of any type structurally configured tooperate the fantasy league.

In operation, network system 30 facilitates bi-directional communicationbetween fantasy client devices 20 and fantasy server system 40 involvingaccess by fantasy client devices 20 to the fantasy league operated byfantasy server system 40. One operational aspect of the fantasy leagueas provided by fantasy server system 40 is directed to facilitatingaccess to fantasy content by fantasy client devices 20 and facilitatingfantasy game play by fantasy client devices 20 as would be appreciatedby those having ordinary skill in the art. Examples of this operationalaspect include, but are not limited to, (1) off-season actions byfantasy client devices 20 (e.g., configuring the fantasy league,accessing pre-season rankings of fantasy players and conducting a draftof the fantasy players), (2) in-season, off-time actions by fantasyclient devices 20 (e.g., managing a lineup prior to or subsequent toreal-time performances by the fantasy players, and accessing reports ofpast performances by the fantasy players and commentaries on predictedfuture performances of the fantasy players), and (3) in-season, gameplayactions by fantasy client devices 20 (e.g., managing a lineup duringreal-time performances by the fantasy players, and accessing reports ofreal-time performances and real-time playing status of the fantasyplayers).

A new and unique operational aspect of the fantasy league in accordancewith the present invention as provided by fantasy server system 40 isdirected to a realization of a comprehensive sponsorship of fantasyplayers on an individual basis and/or a team basis with an improvedexchange of fantasy content between fantasy client devices 20 andfantasy server system 40. To this end, as shown in FIG. 1, fantasyserver system 40 manages one or more records of fantasy playerinformation 50 and one or more records of sponsorship information 60,and employs a fantasy content manager 70 and fantasy gameplay manager80.

For purposes of the present invention, the term “fantasy playerinformation” is broadly defined herein as any information of any typethat is relevant, directly or indirectly, to a gameplay and performancehistory of a fantasy player as reviewed by a member of the fantasyleague (e.g., physical dimensions, statistics, injury history/status,ranking, recommendations, etc.). In one embodiment, as shown in FIG. 2,fantasy player information 50 is managed by fantasy server system 40 inthe form of fantasy player text data 51, fantasy player image data 52,fantasy player video data 53, fantasy player audio data 54, fantasyplayer multimedia data 55 and fantasy player hyperlink data 56.

For purposes of the present invention, the term “sponsorshipinformation” is broadly defined herein as any information of any typethat is relevant to an advertisement/promotion of good(s) and/orservice(s) as designated to a fantasy player on an individual basisand/or a team basis, the term “individual basis” is broadly definedherein as a designation by a sponsor of an advertisement/promotion ofgood(s) and/or service(s) to a specific player (e.g., Indianapolis Stardesignates the promotion of its paper to Peyton Manning, quarterback ofthe Indianapolis Colts), and the term “team basis” is broadly definedherein as a designation by a sponsor of an advertisement/promotion ofgood(s) and/or service(s) to a specific team (e.g., Indianapolis Stardesignates the promotion of its paper to all of the team members of theIndianapolis Colts). Similarly, in one embodiment, as shown in FIG. 2,sponsorship information 60 is managed by fantasy server system 40 in theform of sponsorship text data 61, sponsorship image data 62, sponsorshipvideo data 63, sponsorship audio data 64, sponsorship multimedia data 65and sponsorship hyperlink data 66.

In operation, fantasy content manager 70 associates relevant portions ofsponsorship information of a fantasy player to relevant portions offantasy player information of the fantasy player as needed. Inparticular, fantasy content manager 70 associates relevant portions ofsponsorship information of a fantasy player to relevant portions offantasy player information of the fantasy player in response to fantasyclient requests directed to primarily acquiring fantasy playerinformation for purposes of (1) learning/reviewing fantasy playerinformation to thereby make informed gameplay decisions concerning thefantasy player and (2) make recommendations of the fantasy player toanother member of the fantasy league. Similarly, fantasy gameplaymanager 80 associates relevant portions of sponsorship information of afantasy player to relevant portions of fantasy player information of thefantasy player in response to fantasy client requests directed toprimarily acquiring fantasy player information for purposes of (1)conducting transactions involving a fantasy player prior to and/orduring a fantasy performance period of the fantasy player (e.g.,drafting, acquiring, releasing, trading, and lineup substitutions) and(2) monitoring a scoring of the fantasy player during a fantasyperformance period of the fantasy player.

The following description of FIGS. 4-14 are directed to describingexemplary fantasy client requests scenarios to facilitate anunderstanding of the present invention by those having ordinary skill inthe art.

FIG. 4 depicts a fantasy client request in the form of a request forfantasy player information. Specifically, a stage S92 of a flowchart 90and a stage S102 of a flowchart 100 encompasses one of the fantasyclient devices 20 and fantasy content manager 70 exchanging a requestfor fantasy player information FPIRQ of one or more fantasy players(e.g., a request for player news for Peyton Manning). A stage S104 offlowchart 100 encompasses fantasy content manager 70 determining fantasyplayer information of fantasy player(s) responsive to the informationrequest (e.g., statistics and news feed items regarding Peyton Manning).A stage S106 of flowchart 100 encompasses fantasy content manager 70associating sponsorship information of the fantasy players(s)corresponding to the fantasy player information (e.g., associating anadvertisement/promotion of Indianapolis star in text, image, audio,video, multimedia, or hyperlink form to Peyton Manning's statistics andnews feed items). Finally, a stage S94 of flowchart 90 and a stage S108of flowchart 100 encompasses the fantasy client device 20 and fantasycontent manager 70 exchanging the sponsored fantasy football playerinformation SFPI.

The present invention does not impose any limitations or anyrestrictions to the format of the sponsored fantasy player information.FIG. 5 illustrates an exemplary fantasy player news web page 110 as theform of the sponsored fantasy football player information SFPI providedto the fantasy client device 20. As shown, fantasy player statistics 111and three (3) player news feed items 112-114 are provided on webpage110. A sponsor logo feed item 115 is displayed adjacent a player newsfeed item 112 in text form. A playable sponsor video clip feed item 116is displayed adjacent player news feed item 113 in video clip form. Anda sponsor hyperlink feed item 117 is displayed adjacent players newsfeed item 114 in hyperlink form.

In view of the applications referenced in paragraph [0001] herein, thosehaving ordinary skill in the art will appreciate feed formatted contentis structured data, such as, for example Electronic Data Interchange(EDI), Extensible Markup Language (XML), or a subset of a general formatsuch as RSS (Rich Site Summary or Really Simple Syndication), a hybridor extension of some such standard, or the like. Feed formatted contentmay be accessed through a feed, stored in a local file, or the like offantasy client device 20. The aforementioned feed items are the datacorresponding to the feed formatted content of webpage 110. Concurrentlyor alternatively, subfeed formatted content in the form of a browserwindow or frame spawned by feed items can also be provided for webpage110.

In practice, the three sponsor items 115-117 can correspond to the sameor difference sponsors. Furthermore, for a subsequent request for thesame fantasy player information, new sponsorship information can beassociated with the fantasy player information. In one embodiment, thisis accomplished by implementing a technique for associating thesponsorship information of fantasy players to the fantasy playerinformation of the fantasy players based on sponsorship selectioncriteria including, but not limited to, ad-targeting based criteria,profile based criteria, event based criteria and time based criteria aswould be appreciated by those having ordinary skill in the art in viewof the applications referenced in paragraph [0001] herein.

FIG. 6 depicts a fantasy client request in the form of a recommendationof fantasy player information. Specifically, a stage S122 of a flowchart120 and a stage S132 of a flowchart 130 encompasses one of the fantasyclient devices 20 and fantasy content manager 70 exchanging arecommendation for fantasy player information FPIRC of one or morefantasy players (e.g., a recommendation for player news for PeytonManning) to be transmitted to another one of the fantasy client devices20). A stage S134 of flowchart 130 encompasses fantasy content manager70 determining fantasy player information of fantasy player(s)responsive to the information recommendation (e.g., statistics and newsfeed items regarding Peyton Manning). A stage S136 of flowchart 130encompasses fantasy content manager 70 associating sponsorshipinformation of the fantasy players(s) corresponding to the fantasyplayer information (e.g., associating an advertisement/promotion ofIndianapolis star in text, image, audio, video, multimedia, or hyperlinkform to Peyton Manning's statistics and news feed items). Finally, astage S124 of flowchart 120 and a stage S138 of flowchart 130encompasses the intended fantasy client device 20 and fantasy contentmanager 70 exchanging the sponsored recommended fantasy football playerinformation SRFPI.

A fantasy player recommendation webpage can be similarly structured tofantasy player news web page 110 as shown in FIG. 5.

FIG. 7 depicts a fantasy client request in the form of a fantasy playertransaction request. Specifically, a stage S142 of a flowchart 140 and astage S152 of a flowchart 140 encompasses a fantasy client device 20 andfantasy gameplay manager 80 exchanging a fantasy player transactionrequest TRRQ involving one or more fantasy players (e.g., a drafting, awaiver addition, a waiver release, a free agent addition, a free agentrelease and a trade involving one or more fantasy players). A stage S154of flowchart 150 encompasses fantasy gameplay manager 80 determiningwhether the fantasy player transaction request is valid or invalid.

In one embodiment, a stage S162 of a flowchart 60 encompasses fantasygameplay manager 80 determining whether the fantasy player transactionrequest is in compliance with the fantasy league transaction policy. Forexample, such a policy may specify one or more transaction time periodsand which types of transactions are legal and which types are illegalduring each transaction time period (e.g., trading can only occur fromMonday to Friday during each week of the fantasy season and a waiveraddition can only occur after three days from a fantasy player's waiverrelease). The fantasy player transaction request is denied during astage S164 of flowchart 160 if it is determined by fantasy gameplaymanager 80 not to be in compliance with the fantasy league transactionpolicy. Otherwise, fantasy gameplay manager 80 associates relevantportions of sponsorship information of the subject fantasy player(s) tothe relevant portions fantasy player information of the subject fantasyplayer(s) during a stage S166 of flowchart 160, and executes thesponsored transaction during a stage S168 of flowchart 160.

In one embodiment, an execution of the sponsored transaction invokes ageneration by fantasy gameplay manager 80 of one or more webpagesrelated to the sponsored transaction. FIG. 9 illustrates an exemplaryfantasy roster webpage 170 generated in response to a sponsoredtransaction. As shown, a fantasy team roster 171 is provided on webpage170. Provided below roster 171, a released fantasy player hyperlink 172and an associated sponsor audio clip feed item 175 are displayed. Next,an acquired fantasy player hyperlink 173 and an associated sponsormultimedia clip feed item 176 are displayed. Finally, a recommendedfantasy player hyperlink 174 and an associated sponsor text feed item177 are displayed.

Referring again to FIG. 7, a stage S144 of flowchart 140 and a stageS168 of flowchart 160 encompasses the intended fantasy client device 20and fantasy content manager 70 exchanging a fantasy player transactionconfirmation TRCM for an executed sponsored transaction, oralternatively, stage S144 of flowchart 140 and a stage S168 of aflowchart 160 encompasses the intended fantasy client device 20 andfantasy content manager 70 exchanging a fantasy player transactionrejection TRRF for an a denied transaction request.

FIG. 10 depicts a fantasy client request in the form of a fantasyplayer/team scoring request. Specifically, a stage S182 of a flowchart180 and a stage S192 of a flowchart 190 encompasses a fantasy clientdevice 20 and fantasy gameplay manager 80 exchanging a fantasy scoringrequest SCRQ involving an individual fantasy player or a team of fantasyplayers. A stage S194 of flowchart 190 encompasses fantasy gameplaymanager 80 determining a fantasy scoring of each fantasy playerresponsive to the request.

In one embodiment, a stage S202 of a flowchart 200 encompasses fantasygameplay manager 80 calculating fantasy player points in accordance witha league scoring policy based on fantasy player performance in real-timein relation to a schedule fantasy performance period. A stage S204 offlowchart 200 encompasses fantasy gameplay manager 80 determiningfantasy team scoring based on a fantasy team starting lineup and anysubstitution indicators. Stages S202 and S204 are continually updateduntil such time the scheduled fantasy performance period has ended.

For purposes of the present invention, the term “substitution indicator”is broadly defined herein as an indication of one fantasy player beingsubstituted in fantasy team lineup by another fantasy player. In oneembodiment, as shown in FIG. 12, the substitution indicator is generatedby fantasy gameplay manager 80 as a substitution time stamp during astage S212 of a flowchart 210 in response to a valid gameplay lineupsubstitution having one fantasy player designated as a substitutedfantasy player and another fantasy player designated as the replacementfantasy player. The substitution time stamp can be on based on GreenwichMean Time (“GMT”) or a time related to one or more player performanceperiods.

A stage S214 of flowchart 210 encompasses fantasy gameplay manager 80determining a substitute fantasy player's fantasy scoring and areplacement fantasy player's fantasy scoring based on the substitutiontime stamp and the player's performance periods. For example, if afantasy client device 20 transacts a replacement of Peyton Manning forTom Brady at the end of the first quarter of Manning's game as indicatedby the substitution time stamp and Brady completed his game, thenManning's scoring will be based on his only quarter of game and TomBrady's scoring will be based on the 2^(nd), 3^(rd) and 4^(th) quartersof Brady's game. Also by example, if a fantasy client transacts areplacement of Roger Clemens for Randy Johnson at the end of the 1^(st)and 2^(nd) innings pitched by Clemens as indicated by the substitutiontime stamp and Johnson completed his game, then Clemens' scoring will bebased on his pitched 1^(st) and 2^(nd) innings and Randy Johnson'sscoring will be based on his pitched 3^(rd)-9^(th) innings. From thesetwo examples, those having ordinary skill in the art will appreciate themany benefits and various simple to complex implementations of thesubstitution time stamp in accordance with the present invention.

Referring again to FIG. 10, a stage S196 of flowchart 190 encompassesfantasy gameplay manager 80 associates relevant portions of sponsorshipinformation of the subject fantasy players(s) to the relevant portionsfantasy player information of the subject fantasy player(s) aspreviously described herein, particularly in view of sponsorshipselection criteria. A stage S184 of flowchart 180 and a stage S198 offlowchart 190 encompasses the intended fantasy client device 20 andfantasy gameplay manager 80 exchanging a fantasy player/team scoringreport SCRP.

FIG. 13 illustrates an exemplary fantasy player/team scoring report SCRPin the form of a webpage 220. As shown, five (5) fantasy players 230-234with the respective fantasy scoring 240-244 and sponsor logo feed item250-254 are displayed.

Referring to FIG. 1, the present invention does not impose anylimitations or restrictions to the structural configurations of fantasyclient devices 20, network system 30 and fantasy server system 40. FIG.14 illustrates an example implementation of the network basedenvironment illustrated in FIG. 1. Specifically, five (5) fantasy clientdevices in the form of a personal computer 21, a laptop 22, a personaldata assistant 23, a mobile phone 24 and a smart phone 25 arestructurally configured as known in the art to access via an Internet 31an exemplary array of servers in the form a web server 41, a file server42, an e-commerce server 43, a content management server 44, a real-timecommunication server 45, a streaming media server 46, a database server47, a mobile information server 48 and a directory server 49, which areoptionally linked via an Intranet 32. In practice, fantasy playerinformation and sponsorship information are managed by this array ofservers 41-49, and fantasy content manager 70 and fantasy gameplaymanager 80 are embodied as software and/or firmwareinstalled/distributed within one or more of the servers 41-49 wherebythe processors of servers 41-49 can execute instructions of the softwareand/or firmware to implement the various inventive principles of thepresent invention.

Those having ordinary skill in the art will appreciate that the array ofservers 41-49 can physically exist as separate hardware platforms orlogically exist on a minimum number of hardware platforms. Those havingordinary skill in the art will appreciate that some of the servers 41-49can be eliminated and/or other types of servers can be added to thisarray. In one embodiment, web server 41 can individually execute theinstructions of fantasy content manager 70 and fantasy gameplay manager80 while fantasy player information and/or sponsorship information canbe managed by file server 42, content management server 44, stream mediaserver 46, and/or database server 47.

Referring to FIGS. 1-14, the present invention does not impose anylimitations or any restrictions to the form of fantasy client requestswhereby any fantasy client request can invoke action by fantasy contentmanager 70 and/or fantasy gameplay manager 80. In practice, a fantasyclient request can take the form of one of the fantasy client requestsdescribed herein, a combination of two or more of the fantasy clientrequests described herein, or any other form not described herein aswould be appreciated by those having ordinary skill in the art.

Furthermore, in some cases, sponsorship information may be notdesignated to one or more of the fantasy players. During these cases,all requests are executed as taught herein and under the inventiveprinciples of the present invention exclusive of any association ofsponsorship information to fantasy player information.

Those having ordinary skill in the art will further appreciate variousobjects and advantages of the present invention, such as, for example, arealization of a comprehensive sponsorship of fantasy players on anindividual basis and/or a team basis with an improved exchange offantasy content between fantasy client devices 20 and fantasy serversystem 40.

While the embodiments of the invention disclosed herein are presentlyconsidered to be preferred, various changes and modifications can bemade without departing from the spirit and scope of the presentinvention. The scope of the invention is indicated in the appendedclaims, and all changes that come within the meaning and range ofequivalents are intended to be embraced therein.

1. A computer-implemented method for operating a fantasy league using atleast one fantasy server system, the method comprising: storing fantasyplayer information regarding performance history of one or morereal-world athletes selected as fantasy players; storing sponsorshipinformation associated with the fantasy player on at least one of anindividual basis and a team basis; receiving a fantasy playertransaction request from a fantasy client device; determining a fantasyplayer transaction result including at least one item of fantasy playerinformation responsive to said fantasy player transaction request;associating at least one item of sponsorship information to the fantasyplayer transaction result based at least in part upon said sponsorshipinformation associated with the fantasy player and a sponsorshipselection criteria; and transmitting the fantasy player transactionresult and the at least one associated item of sponsorship informationto the fantasy client device at least partially as at least one of feedformatted content and subfeed formatted content.
 2. Thecomputer-implemented method of claim 1, further comprising updating thefantasy player information in real-time based on fantasy playerperformance information from real-world performance.
 3. Thecomputer-implemented method of claim 2, wherein the fantasy playertransaction request is a gameplay lineup substitution requestdesignating one fantasy player as a substituted fantasy player andanother fantasy player as a replacement fantasy player, wherein thegameplay lineup substitution request occurs during a real-timeperformance of the substituted fantasy player.
 4. Thecomputer-implemented method of claim 3, further comprising associating asubstitution time stamp with the gameplay lineup substitution request.5. The computer-implemented method of claim 4, further comprising:determining fantasy scoring for the substituted fantasy player based onthe substitution time stamp and a performance period of the substitutedfantasy player; and determining fantasy scoring for the replacementfantasy player based on the substitution time stamp and a performanceperiod of the replacement fantasy player.
 6. The computer-implementedmethod of claim 1, wherein the sponsorship selection criteria includesevent based criteria.
 7. The computer-implemented method of claim 1,wherein the sponsorship selection criteria includes time based criteria.8. A computer readable storage medium comprising computer executableinstructions, which when executed by a computer cause the computer toperform a method comprising: storing fantasy player informationregarding performance history of one or more real-world athletesselected as fantasy players; storing sponsorship information associatedwith the fantasy player on at least one of an individual basis and ateam basis; receiving a fantasy player transaction request from afantasy client device; determining a fantasy player transaction resultincluding at least one item of fantasy player information responsive tosaid fantasy player transaction request; associating at least one itemof sponsorship information to the fantasy player transaction resultbased at least in part upon said sponsorship information associated withthe fantasy player and a sponsorship selection criteria; andtransmitting the fantasy player transaction result and the at least oneassociated item of sponsorship information to the fantasy client deviceat least partially as at least one of feed formatted content and subfeedformatted content.
 9. The computer readable storage medium of claim 8,the performed method further comprising updating the fantasy playerinformation in real-time based on fantasy player performance informationfrom real-world performance.
 10. The computer readable storage medium ofclaim 9, wherein the fantasy player transaction request is a gameplaylineup substitution request designating one fantasy player as asubstituted fantasy player and another fantasy player as a replacementfantasy player, wherein the gameplay lineup substitution request occursduring a real-time performance of the substituted fantasy player. 11.The computer readable storage medium of claim 10, the performed methodfurther comprising associating a substitution time stamp with thegameplay lineup substitution request.
 12. The computer readable storagemedium of claim 11, the performed method further comprising: determiningfantasy scoring for the substituted fantasy player based on thesubstitution time stamp and a performance period of the substitutedfantasy player; and determining fantasy scoring for the replacementfantasy player based on the substitution time stamp and a performanceperiod of the replacement fantasy player.
 13. The computer readablestorage medium of claim 8, wherein the sponsorship selection criteriaincludes event based criteria.
 14. The computer readable storage mediumof claim 8, wherein the sponsorship selection criteria includes timebased criteria.
 15. A computer-implemented method for operating afantasy league using at least one fantasy server system, the methodcomprising: storing fantasy player information regarding performancehistory of one or more real-world athletes selected as fantasy players;storing sponsorship information associated with the fantasy player on atleast one of an individual basis and a team basis; updating the fantasyplayer information in real-time based on fantasy player performanceinformation from real-world performance; receiving a fantasy playertransaction request from a fantasy client device, the fantasy playertransaction request including a gameplay lineup substitution requestdesignating one fantasy player as a substituted fantasy player andanother fantasy player as a replacement fantasy player, wherein thegameplay lineup substitution request occurs during a real-timeperformance of the substituted fantasy player; determining a fantasyplayer transaction result including at least one item of fantasy playerinformation responsive to said fantasy player transaction request;associating at least one item of sponsorship information to the fantasyplayer transaction result based at least in part upon said sponsorshipinformation associated with the fantasy player and a sponsorshipselection criteria; and transmitting the fantasy player transactionresult and the at least one associated item of sponsorship informationto the fantasy client device at least partially as at least one of feedformatted content and subfeed formatted content.
 16. Thecomputer-implemented method of claim 15, further comprising associatinga substitution time stamp with the gameplay lineup substitution request.17. The computer-implemented method of claim 16, further comprising:determining fantasy scoring for the substituted fantasy player based onthe substitution time stamp and a performance period of the substitutedfantasy player; and determining fantasy scoring for the replacementfantasy player based on the substitution time stamp and a performanceperiod of the replacement fantasy player.
 18. The computer-implementedmethod of claim 15, wherein the sponsorship selection criteria includesevent based criteria.
 19. The computer-implemented method of claim 15,wherein the sponsorship selection criteria includes time based criteria.